Regarding technical support, it is responsive, and they have answered even outside of working hours more than once. It was pleasant and unexpected to receive a gift from them for New Year :).
At the moment, we have expanded our cooperation, and now the specialists are working with us on SEO promotion. We only started this collaboration this month, so I’m not ready to comment on the results yet.
Progress:
In October 2018, we've already talked about how we setting up Google Shopping for this Client and what results we'd got on the outcomes of the standard shopping campaign.
It is always a pleasure to have a trusting relationship with Clients. Thanks to that, our client agreed to go further in our desire to increase the effectiveness of his advertising campaign and agreed to set up a Smart Shopping Campaign.
Before inviting the Client to set up a Smart Shopping Campaign, we obviously made sure that the following prerequisites for launching Smart Google Shopping were met:
- 20 conversions minimum in standard Google Shopping over the past 45 days;
- global tag has been installed on the site and an audience of at least 100 users has been assembled in remarketing;
- Your Google Ads account is configured with dynamic conversion value tracking. Since the main source of sales for the client is a Shopping cart, we imported the most valuable conversion for us into the Google Ads account - Transaction.
Key benefits of the Smart Shopping Campaign which Google talks about that helped us convince our Client:
- increased efficiency and recognition by attracting new users;
- opportunity to increase transactions;
- combination of shopping ads and remarketing to increase the outreach of users on the Search and Display Networks, YouTube and Gmail;
- opportunity to spend the budget as efficiently as possible through automatic bidding.
1. Data feed examination/optimization.
The feed was created in the format of Google Sheets during setting up a standard shopping campaign, which in practice was not very convenient.
There are more than 1500 items in the store, the assortment is updated quite often, items are added/removed, and prices may change. All such changes of a similar nature had to be made manually, which often required a significant time-consuming.
For this reason, it was decided to change the feed from Google Sheets to xml format, which makes it possible to upload data online by the necessary categories, availability in the store, with the most relevant information about the product itself.
Moreover, we received a more complete description of the product (description column) thanks to the data feed in xml format. Before that, product description was filled in manually and many characteristics of the product were omitted due to human factors.
The description field is filled directly with product information from the site when a feed generating in xml format. It makes possible to create more detailed description for the product and cover a larger number of user queries that may lead to our ad.
2. We define the conversion value using the e-commerce report in your Google Analytics account.
E-commerce reports provide information about purchases made on your website. There you will find detailed information about goods and transactions, average order costs, transaction rates, time to purchase and other useful data.
You must do the following to show up e-commerce data in Google Analytics:
- enable e-commerce in Google Analytics reports;
- configure the data transfer about the purchased product through the shopping cart to the analytics report. It’s better to contact a web developer to do this.
The system receives transaction value data based on the e-commerce report data.
3. Created Smart Shopping Campaign in Google Ads Account.
The initial budget and % of the target ROI were recommended by the system when creating a campaign based on conversion value data.
As the system trained, the budget increased as needed.
Deliverables
Google recommends you immediately turn off all standard shopping campaigns when you start the smart one, explaining that smart shopping campaigns within your account take precedence over standard campaigns, as well as over display campaigns with remarketing.
It was important for us not to lose received transactions and traffic during the Smart Shopping Campaign training. Both campaigns worked within a month for this reason:
It was decided to stop the standard shopping campaign by the end of the first month of the Smart Shopping Campaign.
Overall, the Smart Shopping Campaign for 2 months of work gave us more effective results than Standard Shopping Campaign for 7 months:
- transactions increased by 26,7%;
- cost per click decreased by 34,6%;
- transactions cost decreased by 15,5%.
Want the same results? Speak to our experts!
Google Ads - is a fast and effective promotion tool. The client was fully satisfied with the result.
